Eksplorasi Faktor-Faktor Online Marketing Yang Memengaruhi Keputusan Konsumen Dalam Belanja Online Pada Naufal Bag Collection

  • Nia Purwanti Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jember
  • Bambang Irawan Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jember
  • Sriono S Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jember

Abstract

This study aims to explore online marketing factors that influence purchase decisions and analysis of what factors most
dominant influence. This study uses a quantitative approach. The study population is consumers shop Naufal Bag Collection
ever shopped online. Research using purposive sampling size of 125 respondents. Methods of data analysis using factor
analysis. The results showed that the discovered five factors: the process of purchase, price cuts, clarity of information, product
excellence and service excellence that is proven to significantly affect consumer decisions. Naufal product excellence Bag
Collection is the most dominant factor influencing the consumer's decision to shop online.

Author Biographies

Nia Purwanti, Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jember

, Bambang Irawan1, Sriono
Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jember
Jl. Kalimantan 37, Jember 68121
e-mail: niapurwanti@ymail.com

Sriono S, Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Jember




Published
2017-05-18
How to Cite
PURWANTI, Nia; IRAWAN, Bambang; S, Sriono. Eksplorasi Faktor-Faktor Online Marketing Yang Memengaruhi Keputusan Konsumen Dalam Belanja Online Pada Naufal Bag Collection. e-Journal Ekonomi Bisnis dan Akuntansi, [S.l.], v. 4, n. 1, p. 84-87, may 2017. ISSN 2355-4665. Available at: <https://jurnal.unej.ac.id/index.php/e-JEBAUJ/article/view/4597>. Date accessed: 25 sep. 2017.